This small business started by a heart surgeon and his wife was dedicated to reducing hospital-acquired infections by revolutionizing the fabrics used to produce doctors’ and nurses’ everyday wears—their scrubs. Black Pepper conducted a round of focus groups here in Boston where nurses, vet techs, and hospital staff are easy to recruit. They loved the look of the scrubs and the do-gooder idea behind them. Unfortunately the idea proved cost-prohibitive to most health care employee’s budgets. That’s why we conduct market research before pouring dollars into marketing budgets.